CHANEL 25: why is everyone talking about JENNIE and Dua Lipa?
One bag, two icons, and a promise of freedom. But behind the polished images of the CHANEL 25 campaign lies a much more subtle strategy than expected.
Since January, Dua Lipa has been the face of a CHANEL 25 revisited for an ultra-connected generation. But the arrival of JENNIE, already a house ambassador since 2017, has changed all that. CHANEL isn’t just celebrating a bag: it’s orchestrating a planetary cultural encounter.
A partnership designed to seduce the fashion world
One is a British pop star, the other a Korean superstar from the BLACKPINK phenomenon. Together, they symbolize the new femininity: free, elusive, unstoppable. The CHANEL 25 bag becomes their partner on stage, in the street, in the studio – an accessory that follows the rhythm, not the other way around.
As JENNIE puts it, “It follows my rhythm and my lifestyle.” The message is clear: luxury today must be fluid, adaptable, instinctive.
Between Manhattan and studio lighting, a mastered aesthetic
CHANEL entrusts its campaign to Gordon von Steiner. His film alternates between the edginess of New York streets and the purity of a white-lit studio, with the 80’s anthem She Drives Me Crazy as the soundtrack. The result? A kinetic, almost visceral energy.
David Sims, meanwhile, shoots the casual elegance of the two stars with clinical precision. The emblematic quilting, the braided chains, the ingenious pockets: every detail of the CHANEL 25 bag is designed to merge tradition and mobility.
The CHANEL 25: more than a bag, a manifesto
Available in black leather, denim or luminous colors, the bag becomes the symbol of an era. What does the campaign propose? A reappropriation of luxury by women who are no longer waiting to be told how to wear it.
Also read: This cult tote bag is making a comeback… but not for long!
